Meghan Markle recently announced a rebranding of her lifestyle company, introducing the new name “As Ever” in place of “American Riviera Orchard.” The announcement came through an Instagram video, where Markle shared her enthusiasm for using the platform to explore her passions for gardening and cooking.
While the rebrand was intended to signal a fresh chapter, it quickly stirred public conversation and controversy.
Concerns Raised by a Small NYC Clothing Brand
Shortly after the announcement, a small clothing company based in New York City raised concerns over the name choice. The brand, also named “As Ever,” shared a statement on Instagram addressing the situation.
“Over the past 36 hours, we’ve received overwhelming support and questions regarding the recent use of our brand name. We want to clarify that we are not affiliated with the new lifestyle brand,” the post read.
The clothing company, which launched its manufacturing operations in 2017, has been selling products under the name for several years. Owner Mark Kolski expressed his frustrations in an interview, noting that although he doesn’t own an official trademark, he believes his long-standing use of the name grants him common law rights. Kolski also highlighted the stark contrast in resources, acknowledging that Markle’s business has significant financial backing, making legal action a difficult path for his small operation.
Logo Similarities Spark Online Discussion
The rebranding drew further attention when social media users pointed out striking similarities between the new logo and the coat of arms of Porreres, a small town in Spain. Both designs feature hummingbirds and a palm tree, leading to speculation about the logo’s origins.
An insider clarified that extensive research went into the logo’s creation. “The design was crafted to be distinctive and meaningful. Global searches were conducted to ensure there were no conflicts with existing trademarks,” the source explained.
Hummingbirds hold sentimental significance for Prince Harry, who wrote in his 2023 memoir about seeing one of the birds at his home after the passing of Queen Elizabeth. The bird has since become a symbolic figure for the couple, adding a personal layer to the logo design.
Netflix Series Delayed Amid Wildfire Crisis
The rebranding announcement coincided with a delay in Markle’s Netflix series, titled “With Love, Meghan.” Originally set to premiere in January, the release was pushed to March due to the impact of wildfires in Southern California. The series is expected to offer an inside look at Markle’s lifestyle, exploring themes of wellness, home living, and personal growth.
Previous Trademark Hurdles
This isn’t the first time Markle’s business ventures have faced branding challenges. In 2023, her initial trademark application for “American Riviera Orchard” was partially denied by the U.S. Patent and Trademark Office, citing conflicts with pre-existing trademarks. The denial added pressure to the rebrand, making the choice of a new name even more significant.
A Rebrand With Both Promise and Pressure
While the new lifestyle brand carries the promise of fresh opportunities, it also comes with the weight of public scrutiny. The name dispute and logo comparisons have sparked ongoing discussions, but they’ve also amplified curiosity about what the brand will offer.
As the rebrand unfolds, the lifestyle company’s future remains an evolving narrative — one that blends personal storytelling with the complexities of the modern branding landscape.
